Press Release

All-new Fire HD 8 offers up to 12 hours of battery life, 50% more RAM
for faster performance, and 2x the storage with support for up to 200 GB
more via microSD card so you can enjoy even more books, songs, games,
movies and TV shows—for all-day entertainment

Stunning 8” HD display with over 1 million pixels, quad-core
processor, stereo speakers with Dolby Audio, rear- and front-facing
cameras, and 2x more durable than the iPad Mini 4

Introducing Alexa on Fire tablets—just press and ask—Alexa provides
quick access to the entertainment you want, including music, games,
audiobooks, and more

SEATTLE--(BUSINESS WIRE)--Sep. 8, 2016--
(NASDAQ: AMZN)—Amazon today announced the all-new Fire HD 8, the
next-generation Fire HD tablet designed from the ground up for all-day
entertainment. With an 8” widescreen HD display and quad-core processor,
Fire HD 8 now offers an incredible 12 hours of battery life, 50% more
RAM for faster performance, and 2x the on-device storage, plus support
for up to 200 GB of additional storage via a microSD card—all for only
$89.99. Fire HD 8 also introduces Alexa, the cloud-based voice service,
for the first time on Fire tablets—just press and ask—Alexa can play
music, launch games, read audiobooks, and more—coming soon.

“We believe in a different approach to tablets—providing premium
products at non-premium prices—and customers love it. In fact, we’ve
seen Fire tablet sales more than double year-over-year as a result,”
said Kevin Keith, General Manager, Fire Tablets. “The all-new Fire HD 8
packs more battery life, more storage, faster performance, plus
Alexa—all for less than $90.”

Fire HD 8 delivers access to millions of movies, TV shows, songs, books,
apps and games, as well as exclusive features like X-Ray, ASAP, Second
Screen, Underground, and On Deck. With its 8” HD display and portable
size, Fire HD 8 is the perfect tablet for entertainment.

Front- and rear-facing cameras—Video chat with friends and
family with the front-facing camera, take and share photos, and save
them for later with free, unlimited cloud storage for all photos taken
on Fire devices.

On Deck—For Prime members, On Deck automatically keeps your
Fire tablet current with popular Prime movies and TV shows, as well as
Amazon Original Series. For customers that aren’t yet Prime members,
On Deck downloads first episodes of Amazon Original Series—so you
always have something great to watch.

Screen sharing—Let an Amazon expert guide you remotely through
any feature on your screen, available 24x7, 365 days a year—for free.

Four fun color options—Black, magenta, blue, and tangerine.

Introducing Alexa on Fire Tablets—Coming Soon

It just got even easier to enjoy endless entertainment on your Fire
tablet with Alexa, the cloud-based voice service that is the brain
behind Amazon Echo. When connected to Wi-Fi, simply long-press the home
button and ask Alexa to play your favorite song, open a game, or read
you the latest audiobook—Alexa provides quick access to the
entertainment you want. Plus, you can ask Alexa for the news, weather,
jokes, questions, and more—Alexa provides natural-language responses,
combined with on-screen information on the tablet’s display. Third
parties can publish Alexa skills, so you can ask Alexa to play music
from services including Pandora and Spotify, and turn off the light or
adjust the temperature on compatible smart home devices.

Alexa will be available on the all-new Fire HD 8, Fire HD 10, Fire and
last year’s Fire HD 8 tablets via a free over-the-air software update in
the coming months. Because Alexa is cloud-based, it gets smarter over
time, meaning more Alexa capabilities for Fire tablets will be delivered
in subsequent updates.

The Fire Family

The all-new Fire HD 8 is available for pre-order beginning today with 16
GB or 32 GB of memory starting at $89.99 at www.amazon.com/firehd8.
Fire HD 8 comes in four fun color options: black, magenta, blue, and
tangerine and starts shipping September 21.

Protective covers are also available for Fire HD 8 in black, magenta,
blue, and tangerine and can stand in both portrait and landscape
orientations, starting at $29.99.

The all-new Fire HD 8 is the latest to join the Fire tablet family,
which includes:

Fire HD 10—With a beautiful 10.1” HD display, Fire HD 10 is
Amazon’s largest and thinnest tablet yet, featuring a powerful
quad-core processor running at up to 1.5 GHz, 5MP rear-facing camera
and HD front-facing camera, and with 16 GB, 32 GB or 64 GB of storage,
plus expandable storage. Perfect for watching widescreen
entertainment, Fire HD 10 is available with a black or a silver
aluminum enclosure starting at $229.99 at www.amazon.com/FireHD10.

Fire Kids Edition—Built especially for kids (and their parents)
Fire Kids Edition comes with a Fire tablet, a kid-proof case, one year
of Amazon FreeTime Unlimited with access to 13,000 videos, books,
educational apps and games, access to 20,000 hand-curated and
age-appropriate websites and YouTube videos, plus a two year
worry-free guarantee—all for only $99.99. Fire Kids Edition is
available at www.amazon.com/FireKET.

About Amazon

Amazon is guided by four principles: customer obsession rather than
competitor focus, passion for invention, commitment to operational
excellence, and long-term thinking. Customer reviews, 1-Click shopping,
personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle
Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa
are some of the products and services pioneered by Amazon. For more
information, visit www.amazon.com/about.